Zespri has launched its “Let Your Taste Wander” consumer campaign, driving shoppers to stores looking for SunGold Kiwifruit. Getting consumers into retail stores is half the battle, but once in the store, it is imperative that consumers can find the kiwifruit.
“Lack of visibility in the store is the biggest barrier to buying kiwi,” said Sarah Deaton, Zespri’s shopper marketing manager. “A recent shopper study revealed that consumers love to eat kiwi, but if it isn’t presented in front or visible, it isn’t top of mind for many shoppers. We know in-store touchpoints have a notably higher impact in the fruit category compared to other foods. We’ve tailored our marketing efforts around eye-catching graphics, multiple display units, social, print and digital media and geo-targeted campaigns to reach consumers in the store.”
Zespri is providing retailers with displays designed with unique graphics that tie into the consumer campaign to build synergy and brand recognition. It also is providing a range of sizes to meet the needs of retailers, including a standard display unit holding four cases of kiwifruit and case stack sleeves holding five cases.
Research indicates that doubling the size of a clamshell kiwifruit display nearly doubles kiwifruit dollar sales up to a 96 percent dollar increase. Packaged kiwifruit displays at the entry to a department, such as a berry table, increased sales 44 percent, and a floor stack at the front of a department increased sales 56 percent. Additionally, secondary displays increase dollar sales 36 percent more than simply doubling the size of a single display. Zespri also offers a display that attaches to the retail shelf with a spring clip. All graphics feature “The Sweeter, Yellow Kiwi” tag to attract consumers and encourage purchase.
“Our target users are not traditional TV viewers,” Deaton said. “Our media plan is built to reach them in places they turn to for entertainment, information and aspiration, including Hulu 15-second and six-second spots, national magazines, social media and influencers. We have four times the media investment this year to drive shoppers to stores to buy SunGold. We also encourage retailers to meet with our teams to build customized retail programs designed for their unique shopper.”
The consumer campaign is aimed to help shoppers explore outside of their typical fruit selections and break from their predictable grocery shopping routines. Zespri’s consumer agency created a hyper-real CG rainforest populated with exotic animals, which is demonstrative of how shopping for this unique fruit can be an intriguing and rewarding experience through its “Let Your Taste Wander” campaign. Ads in People magazine, Martha Stewart Living, Food & Wine, Parenting and Backpacker and others will direct consumers to a microsite—zesprikiwi.com/wander—where they can become educated on the product and Wander & Win with weekly challenges that encourage people to wander, not only with their taste and eating habits, but in everyday life. The promotional participant can win prizes and bigger experiences, including airline miles and family adventures.
Zespri International exports premium kiwifruit to 59 countries and is recognized as one of the world’s most successful horticulture marketing companies. Based in Mount Maunganui, New Zealand, Zespri is 100 percent owned by current or past New Zealand kiwifruit growers, and employs around 500 people in New Zealand, Asia, Europe and the Americas.
On behalf of 2,500 growers in New Zealand and 1,200 growers based elsewhere, Zespri manages kiwifruit innovation and supply management, distribution management and marketing of Zespri Green, Zespri SunGold and Zespri Organic. Zespri’s North America distribution partners include Awe Sum Organics, Catania, Oppy and Trucco.
